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Marketing and Advertising in the Online-to-Offline (O2O) World

by Hesham Osama Dinana
Save 17% Save 17%
Current price ₹26,541.00
Original price ₹31,850.00
Original price ₹31,850.00
Original price ₹31,850.00
(-17%)
₹26,541.00
Current price ₹26,541.00

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Book cover type: Hardcover
  • ISBN13: 9781668458440
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: IGI Global
  • Publisher Imprint: IGI Global
  • Publication Date:
  • Pages: 340
  • Original Price: GBP 209.0
  • Language: English
  • Edition: N/A
  • Item Weight: 1075 grams
  • BISAC Subject(s): Marketing / General

The field of marketing has changed for the good as the lines between the online and the offline worlds continue to blur and merge as new metaverses emerge. The evolution of online-to-offline and offline-to-online strategies and business models are transforming the research agenda for academicians and work practices for professionals. Further study on this evolution is required to fully understand the opportunities and future directions. Marketing and Advertising in the Online-to-Offline (O2O) World presents an insight into online and offline marketing strategies and practices and focuses on the emerging trend in the online and offline worlds. The book also explores the potential use of emerging technologies such as virtual reality, mixed reality, and big data analytics in different marketing and advertising functions. Covering key topics such as consumer behavior, brand equity, advertising, and brand performance, this reference work is ideal for business owners, industry professionals, managers, administrators, policymakers, researchers, academicians, scholars, practitioners, instructors, and students.

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